Applying educational services marketing as a factor improving education quality

The paper considers the current situation on the market of educational services, the essence of the category ‘educational service’. It reveals the necessity for applying marketing on the educational services market, the content of educational services marketing. The article substantiates the necessity for applying marketing as a complex of activities, including research of the marketing environment and strategies of competitors; conducting the marketing monitoring of educational services market, the aim of which is to find its own niche in the educational services market, to create a positive image of the educational institution.